BUS 323- INTERNATIONAL MANAGEMENT.

Name: CHADUVULA. SAI ESWAR

ID. No. : 7565

Assignment – II

1. What assumptions did Disney make about the tastes and preferences of French
consumers? Which of these assumptions were correct? Which were not?

Answer:

Assumptions:

 Disney thought that Monday would be a light day for visitors and Friday a heavy one.

 Disney thought Europeans don’t take breakfast.

 Disney thought the Europeans want the typical French breakfast of croissants and
coffee.

 Another assumption is that reducing the prices of the hotel room and day tickets.

Assumptions which are not correct:

 They thought that Monday would be a light day for visitors and Friday a heavy one,
but the reality was reverse.

 Disney thought Europeans don’t take breakfast, but everybody showed up for
breakfast.

 They thought that the Europeans want the typical French breakfast of croissants and
coffee, but instead they want bacon and eggs.

Assumptions which are correct:

 When they are reduced by 1/3rd on the prices of the hotel room and day tickets the
attendance increase from 8.8 million in 19994 to 11.7 in 1996. This assumption which
was assumed was correct.

2. How might Disney have had a more favourable initial experience in france? What
steps might it have taken to reduce the mistakes associated with the launch of euro-
Disney?

Answer:

 Disney might have studied more of the European culture first before setting up
their project.
  Disney could also have studied about the spending nature of Europeans especially
when they are on holiday.

 The difference in attendance is 11.7 million in 1996---- low of 8.8 million in 1994.

3. In retrospect, was France the best choice for the location of Euro-Disney?

Answer:

 Not really, because the amount of money spent on luxurious hotels and the loss
they had of $2 billion by the end of 1994 can clearly say that the France is not a
best choice for location of Euro Disney.